Did Microsoft try to blitz Google with ads?

Microsoft placed more online display ads than any other company in the U.S. in June, according to data released today by comScore Networks. The research firm said the result was due “in large part to its promotional campaign for Windows Live Search, including ads for Windows Live Search Club games and the new Windows Live Search cashback program.”

Looking back to comScore’s separate stats for the U.S. search market, June also happened to be the month in which Microsoft saw a small, and temporary, uptick in its search market share — rising to 9.2 percent for the month, from 8.5 percent the month before.

Which leads to the obvious question: How much of that increase was a result of the display advertising blitz? It’s possible that the company was experimenting with a new tactic in its perpetual struggle against Google. But even if the ads did help, the effect appears to have been short-lived. Microsoft’s market share resumed its steady decline in the July stats.

For what it’s worth, June is also the last month in Microsoft’s fiscal year, and therefore the end of the period in which Microsoft executive bonuses are calculated. There was also a temporary uptick in June 2007, as a result of Live Search Club, in which people compete for prizes in games that involve conducting queries through Microsoft’s search engine.